Muscat: The Ministry of Heritage and Tourism achieved significant achievements in promoting tourism in the Sultanate of Oman, through the implementation of 235 promotional campaigns targeting Arab, Asian, and European markets, which generated an estimated financial return of RO95.65 million.
The ministry implemented 88 media campaigns, generating estimated financial returns of RO202.56 million between 2021 and 2024, and launched 110 promotional campaigns in Arab and Asian markets, in addition to 20 media campaigns. 125 promotional campaigns were launched in European markets, in addition to 68 media campaigns.
Saada bint Abdullah al Harthi, Director of the Market Development Department, said, "These campaigns are part of the tourism efforts undertaken by the Ministry of Heritage and Tourism, in cooperation with several tourism sector-related institutions and foreign tourism promotional offices, to attract tourist groups from various foreign markets."
She said that the Ministry seeks to expand its network of tourism representative offices from 11 to 26, and a tender was issued to appoint a tourism implementation office in Madrid, Spain. The office will cover both the Spanish market and Latin American-speaking countries. Another tender was issued to appoint a tourism representative office in the Republic of Singapore, which will cover Singapore, Malaysia, Indonesia, and Thailand. Both appointment procedures are expected to be completed by mid-2025.
The Director of the Market Development Department stated that during the last quarter of 2024, the Russian market was activated. There is a tourism representative office based in the capital, Moscow, which contributed to attracting Russian tourists to the Sultanate of Oman, with their number reaching more than 44,000 by the end of last year. At the beginning of 2025, the tourism representative office was activated in China, where the number of tourists arriving from China during 2024 reached more than 73,000.
Saada said that the promotional campaigns organized by the Ministry of Heritage and Tourism in several Gulf markets contributed to promoting the tourism events, Marhaba Dhofar.
This event had a significant impact in strengthening tourism cooperation between the Sultanate of Oman and the Kingdom of Saudi Arabia and promoting tourism in Dhofar Governorate, including the "Sarb" season and winter tourism.
She explained that the Ministry of Heritage and Tourism is working during 2025 to implement 84 joint promotional campaigns in various markets, 46 tourism media campaigns in various markets, 19 outdoor advertising campaigns (buses, taxis, billboards), 43 introductory trips for companies and 55 media introductory trips.
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